Marinated shrimp as a dinner option. Consumer evaluations and use of a new convenience product

Abstract

The purpose of this thesis is to investigate consumer use and evaluations of a new shrimp (Pandalus borealis) product, Stella marinated shrimp, to increase knowledge about the perception and how this new product is used in the kitchen by consumers. The main objective is;

”To examine how consumers evaluate and use a new convenience product, the case of Stella marinated shrimp”.

To explore the main objective, the following sub-objectives were developed;

• Investigate the consumer expectations of Stella marinated shrimp prior to use.

• Investigate how the consumer used the product.

• Investigate the consumer experiences and potential satisfaction with the product.

18 panel participants were chosen as part of a qualitative method by the non probability sampling technique of quota sampling. The control categories used were; households with children, households without children and single households.

All participants were interviewed about their initial product expectations at the time of distribution of product samples from Stella marinated shrimp. After the trial period a second in depth interview took place to gather information and thoughts on product usage and consumer experiences of the marinated shrimp.

All of the participants were positive and eager to try the test product because it looked appetizing, tasty, exciting and easy to use. The expectations were generally high. The panel participants were positive to the test product and convenience products in general, mostly because they were interested in saving time when preparing dinner. After preparing the meals 89 % said the marinated shrimp were easy to use.

The meals made in this research were 83 % dinner entrees, 15 % snacks and 2 % lunch items.

Product usage in the households showed little variety as 64 % of all meals were made as either a wok or tortilla dish. Both previous and first time users of the product showed very little variety in product usage when preparing and cooking the meals during the trial period.

Minimal differences were found between the three different control categories during the evaluation of the product. 72 % of the participants felt the product had met or exceeded their expectations during use and consumption. Further 83 % of panel participants said they were satisfied with the marinated shrimp after the trial period. Finally 89 % said they would purchase and recommend the product to others in the future.